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Does Distance still matter? geographic proximity and new product development
Many firms rely on outside organizations for the critical knowledge that they need to successfully develop and market new products. In this article, Ganesan, Malter, and Rindfleisch probe the role of geographical proximity in this process. Their research has its roots in the work of cluster theorists, who suggest that geographical proximity encourages face-to-face communication and strong relational ties, both of which, in turn, facilitate the acquisition of knowledge and the development and marketing of new products. However, the rise of distance-spanning technology such as e-mail and video conferencing poses a serious challenge to this theory. Ganesan, Malter, and Rindfleisch set out to bring some concrete, empirical evidence to bear on this debate. To this end, they study new product development using both a cross-sectional survey of 155 firms in the US optics industry and a longitudinal follow-up survey of 73 of these firms. They find that firms located near to one another engage in increased face-to-face communication, but this communication has little effect on the acquisition of the types of knowledge that lead to enhanced new product outcomes. Instead, the researchers find that e-mail communication enhances new product creativity and development speed..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Product development Location of industry Cluster analysis Information sharing studies Electronic mail systems Video teleconferencing Optics |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |